How to launch a successful Direct Response Radio Campaign

With digital ads taking over the world, many marketers don’t realize that a direct response radio campaign can reach incremental audiences. Radio is appealing because of its combination of high reach, high target ability and low cost. Radio advertising requires a specific offer, tight copywriting and careful testing before rolling out a full-fledged campaign.

Tactic #1. Is your product or service a good match for a Direct Response Radio Campaign?

Some products or services are so abstract that it absolutely requires a visual component for people to understand it. Products that are so new or cutting edge that consumers can’t picture how it works may be more suited to a TV campaign rather than presented in a 60-second radio spot. Some of the most successful radio campaigns are financial services, beauty products, health and fitness, nutritional supplements, and retail promotions to drive customers to stores or e-commerce sites.

Tactic #2. Copywriting

Without images to help deliver your message, copywriting becomes crucial. Your ad must include the product’s features and benefits, the target audience, why the audience needs and wants the product and a call to action. At the same time, your copy must be able to appeal to emotion and logic.

Tactic #3. Budget for media and market testing

Like television, radio can be an affordable broadcast medium to test. Radio air time rates vary widely, depending on the size of the audience, demographics, time of day and other factors. Once you’ve developed different versions of your ad, its time to put those messages in front of your target audience. Test on different stations and at different times of day. The goal is to learn as much as possible about what combination of creative and media targeting works best for your business.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys. Carolina has been known to occasionally respond to a direct response radio campaign. She is reminded of it when her monthly credit card statements come.